Strategic Advisory
Thermal Hospitality, Wellness, and Experiential Strategy
I’m Sarah Spoto, founder of Badii, host of Badii Talk: Thermal Bathing & Sauna Culture podcast and Substack, and certified Sauna Aufguss Master. I hold an MBA and have over 14 years experience working with lifestyle brands across the globe. Before diving into the bathing world, I was the Head of Marketing for General Motors Europe.
I partner with sauna, bathhouse, hospitality, and wellness brands to design differentiated experiences rooted in deep consumer understanding, cultural insight, and intentional strategy.
My work sits at the intersection of:
brand strategy
consumer insights
experiential design
and thermal bathing culture
With experience spanning luxury and premium brands, global product launches, customer research, and hands-on ritual facilitation, I help emerging and established wellness businesses create experiences that are emotionally resonant, operationally intentional, and strategically differentiated.
My Approach
1. Understand your customer
Strong wellness experiences begin with a deep understanding of the people they serve.
Through qualitative research and strategic analysis, I help brands uncover the motivations, behaviors, unmet needs, and emotional drivers shaping the guest experience.
Services may include:
Customer interviews
Focus groups
Consumer observation and synthesis
Persona development
Customer journey mapping
Experience and perception analysis
2. Define the Brand + Experience Strategy
I translate consumer insights into clear strategic direction — helping brands define why they exist, what they stand for, who they serve, and how they create meaningful differentiation.
Services may include:
Brand positioning
Value proposition development
Customer experience strategy
Membership and community strategy
Brand pillars and messaging
Experience differentiation
Go-to-market strategy
Innovation and concept development
3. Activate Across Channels + Experiences
I help brands ensure their digital, physical, and experiential touchpoints feel cohesive, intentional, and aligned with the guest experience. It’s a truly integrative approach.
Services may include:
Content and channel strategy
Social content pillars
Website messaging guidance
Creative and agency briefing
Wellness programming strategy
Sauna ritual and Aufguss programming
Guest journey and experiential design
Strategic support for launches and activations
4. Test, Refine & Evolve
Great experiences are iterative. I help brands identify critical assumptions about their consumers and business model, validate strategic decisions, and evolve intentionally over time. Doing so ensures your business stays competitive and differentiated in this quickly evolving industry.
Services may include:
Assumption mapping, prioritization, and validation
Pilot and test program strategy
Guest feedback systems
Innovation workshops
Strategic advisory retainers
Fractional leadership support
Ongoing brand and experience consultation
Who I Work With
I support:
Sauna and bathhouse brands
Wellness hospitality concepts
Boutique hotels and resorts
Retreat and membership-based wellness businesses
Emerging wellness startups
Experience-driven hospitality brands
Sauna and wellness ritual practitioners
What Makes My Perspective Different
My approach combines:
Luxury brand and product strategy expertise
Deep qualitative consumer insight experience
Global market and customer understanding
Immersive experience design
Hands-on sauna ritual facilitation
Deep engagement with global bathing cultures
This combination allows me to bridge strategic business thinking with emotionally resonant wellness experiences.
Engagement Formats
Available for:
Strategic advisory
Fractional leadership
Project-based consulting
Workshops and facilitation
Consumer insight initiatives
Experience and ritual programming
Brand and go-to-market strategy
Let’s Chat!
Schedule a Zoom coffee chat with me.